Spending Up 3.1% – traditional media pinched as Marketers extend reach via Internet & Promotions.

The top 100 U.S. advertisers last year increased ad spending by a modest 3.1% to a record $104.8 billion. But most of that growth came from “unmeasured” disciplines. In a troubling sign for traditional media, the marketing leaders increased measured media spending by just 0.6%, the smallest gain since the 2001 recession.

Media measured by ad-tracking services — such as TV, print and some forms of internet advertising — accounted for 58.2% of these top marketers’ U.S. ad spending, down from 59.6% in 2005, according to Advertising Age’s 52nd annual 100 Leading National Advertisers report. The rest of the spending came from unmeasured disciplines, primarily marketing services such as direct marketing, sales promotion and digital communications (including unmeasured forms of internet media such as paid search).

By Bradley Johnson
Courtesy of Advertising Age

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